One brand, one promise

From Austria to international markets: since its launch in 2018, WOW DOG & CAT has developed from a new pet food concept into one of PetCo’s strongest international brands. Today, the large product portfolio is available at over 10,000 points of sale – and international expansion continues. Behind this growth is a clear strategy: to build one strong brand that works across borders, rather than creating different versions for individual markets.

WOW stands for high-quality pet food at a fair price, combining strong recipes with a bold, approachable brand identity. The portfolio now spans wet food, dry food and snacks for dogs and cats, creating a comprehensive range for retailers and consumers alike.

Despite its international expansion, the principle remains the same: consistent recipes, consistent quality and one recognisable brand across markets. WOW wet and dry food is made in Austria, with the majority of ingredients sourced regionally.

‘We want WOW to be recognised as one brand, wherever you find it,’ says Katharina Miklauz, founder of WOW. ‘Whether you see WOW on a shelf in Vienna, Prague or Paris, the brand, the quality and the idea behind it remain the same.’

WOW’s distinctive visual identity plays a central role in its international success. Bold colours, clear product architecture, strong imagery and the unmistakable hand-drawn WOW logo create instant recognition at the point of sale.

The design system was developed to work across languages and markets. Product categories, proteins and life stages can be identified intuitively, while a consistent visual language ensures that individual products come together as one powerful shelf block.

For international partners, this means a brand that can enter new markets without losing its identity – and a portfolio that can grow without becoming fragmented.

International expansion requires more than distribution. WOW invests continuously in building awareness and consumer demand through a 360-degree marketing approach.

TV and out-of-home campaigns, digital and social media, creator collaborations, events and strong point-of-sale activation work together to make WOW visible beyond the pet food shelf. Retail and distribution partners benefit from an established marketing concept that can be activated and scaled across markets.

With WOW DOG and WOW CAT under one brand, a growing portfolio and an expanding international footprint, WOW is continuing its journey from an Austrian success story to an international pet food brand.

The ambition is clear: more markets, more consumers and one unmistakable WOW.